Let’s say your boss or client wants you to write their presentation or speech? How do you capture the speaker’s voice and personality in your writing? Here at Ethos3, I do it all the time as a content strategist. My job is to elevate a client’s content with storytelling and calls to action, while keeping the speaker and their audience in mind. This presentation skill can increase the impact of your content. Here are some practices I do that help me write a speech in another person’s voice. But don’t take my word for it, take it from the former First Lady Michelle Obama’s speechwriter.
Writer and professor Adam Grant sat down with Sarah Hurwitz to pick her brain about how she helped create the many memorable speeches of Michelle Obama. Her method of taking on this huge task has helped me in my career as a presentation writer. Here are some tips that I use from this interview.
Be Candid
Grant asks Hurwitz about the challenge of writing in another person’s voice. But Hurwitz explains it so simply – think about speaking in someone’s voice who you know really well. This could be a parent, a best friend, a roommate, either way this is entirely possible for everyone to do. This practice is a great starting point to getting in the habit of writing in someone’s voice who you may not know so well.
The next process is to get to know your speaker. Hurwitz worked very closely with Michelle Obama and took lengthy notes on what messages she wanted to convey. She also took the time to get to know the First Lady and speak with her like she would a friend. I follow a similar routine with my clients at Ethos3. I listen closely to the client’s presentation overview and take detailed notes. But I also ask them to be very candid with me over what they would like or dislike. This way we both are on the same page when it comes to expectations.
Be Honest
The next helpful piece of advice I pulled from this interview was writing honestly. Hurwitz says especially with political speeches, the speaker tends to default on what they think the audience wants to hear, rather than what they really want to say. Making an honest statement will win over your audience’s trust. Practice writing in a conversational voice. Avoid using jargon or complex wording. This presentation skill can help make you sound more natural. The more nature your speaker sounds, the greater impact he or she will have on the audience.
“When someone says something that’s so glaringly true, you believe them, you give them a lot of credit, you can trust them.”
Be Detailed
A fundamental rule for any public speaker is: Show, don’t tell. Hurwitz compliments Michelle Obama’s ability to do this. For example, when Mrs. Obama talked about growing up without many Black role models, she used her personal experience of only having a Caucasian Barbie to play with to illustrate this point. Using specific examples instead of generalizations will help the audience visualize the story and create an emotional connection to it. Ask your speaker if they have a personal experience that they would be willing to share with the audience to drive home a message.
Tell Stories
The last main takeaway I got from Hurwitz’s conversation is the power of storytelling. When it comes to speaking to a diverse group where everyone’s experiences are different, a story can be the common ground to unite people. At Ethos3, we are obsessed with the science of storytelling; research shows stories are easier to remember, and are more likely to lead to action. This is one presentation skill that you can’t go without. Adding a narrative to your speaker’s presentation will expand their connection to their audience and leave a lasting impact.
“Mrs. Obama and President Obama, at every speech, they’re telling other people’s stories. Good speechwriting is telling the stories of the people you serve. Part of how we bridge this divide is learning people’s stories and telling them in vivid and moving detail.”
If you have concerns about writing a presentation or speech for someone, try these ideas from Sarah Hurwitz’s experience as a speechwriter. Her methods are easy to follow and allow for a deeper connection between you and the speaker. Honesty and storytelling are always great approaches to take when creating a memorable presentation.
Related Posts:
The One Thing That All Historic Speeches Share
